Marketing management-by-philip-kotler-719-slides-1234238345990514-2 untitled5-5

Chapter 5
Gathering Information and
Measuring Market Demand
by

PowerPoint by
Milton M. Pressley
University of New Orleans
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www.bookfiesta4u.com

Kotler on
Marketing
Marketing is
becoming a battle
based more on
information than
on sales power.

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Chapter Objectives
In this chapter, we focus on the following
questions:
What are the components of a modern
marketing information system?
What constitutes good marketing research?
How can marketing decision support systems
help marketing managers make better
decisions?
How can demand be more accurately
measured and forecasted?
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The Components of a Modern
Marketing Information System
Marketing Information System (MIS)
10 useful questions for determining the
information needs of marketing
managers.
What decisions do you regularly make?
What information do you need to make these
decisions?
What information do you regularly get?
What special studies do you periodically request?
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The Components of a Modern
Marketing Information System
What information would you want that you are not
getting now?
What information would you want daily? Weekly?
Monthly? Yearly?
What magazines and trade reports would you like to
see on a regular basis?
What topics would you like to be kept informed of?
What data analysis programs would you want?
What are the four most helpful improvements that
could be made in the present marketing information
system?
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Internal Record Systems

The Order-to-Payment Cycle
Order-to-
Sales Information Systems
Databases, Data Warehouses
And Data-Mining
Data-

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Can you name a company that uses
targeted mailings to promote new
products, or regional offerings?

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The Marketing
Intelligence System
A Marketing Intelligence System
is a set of procedures and sources
used by managers to obtain
everyday information about
developments in the marketing
environment.

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What are some of the potential
hazards a company might face by
relying too heavily on distributors,
retailers, or other
intermediaries for
market intelligence?

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The Marriott Vacation Club International Web site
gives interested customers the opportunity to sell
themselves on the Marriott offerings

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CEOExpress.com is a portal to information–a user
information–
clicks on a listing and is then connected to that site

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Table 5-1: Secondary-Data Sources
Secondary-
Secondary- A. Internal Sources
Data Sources Company profit-loss statements, balance
profit-
sheets, sales figures, sales-call reports,
sales-
invoices, inventory records, and prior
research reports.
B. Government Publications
• Statistical Abstract of the United States
• County and City Data Book
• Industrial Outlook
• Marketing Information Guide
C. Periodicals and Books
• Business Periodicals Index
• Standard and Poor’s Industry
See text for complete table
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Marketing Research System
Marketing Research
Suppliers of Marketing Research
Engaging students or professors to
design and carry out projects
Using the Internet
Checking out rivals
Syndicated-
Syndicated-service research firms
Custom marketing research firms
Specialty-
Specialty-line marketing research
firms
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Figure 5-1:
The Marketing
Research
Process

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The Marketing Research Process
Step 1: Define the Problem, the
Decision Alternatives, and the
Research Objectives
Step 2: Develop the
Research Plan
Data Sources
Research Approaches
Observational research
Focus group research
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Survey research
Behavioral data
Experimental research

Research Instruments
Questionnaires
Psychological tools
Mechanical devices
Quantitative measures

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Table 5-2: Types of Questions
A. Closed-end Questions
Closed-

Name Description Example

Dichotomous A question with two possible answers. In arranging this trip, did you personally phone American?
Yes No
Multiple
Choice A question with three or more answers. With whom are you traveling on this flight?
No one Children only

Spouse Business associates/friends/relatives
Spouse and An organized tour group
children
Likert scale A statement with which the respondent Small airlines generally give better service than large ones.
shows the amount of agreement/ Strongly Disagree Neither agree Agree Strongly
disagreement. disagree nor disagree agree
1_____ 2 _____ 3_____ 4_____ 5_____

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Sampling Plan
Sampling unit
Sample size
Sampling procedure

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www.wansink.com is a consumer psychology
Web site set up by Dr. Brian Wansink of the
University of Illinois

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Table 5-3: Probability and Nonprobability Samples
A. Probability Sample

Simple random sample Every member of the population has an
equal chance of selection

Stratified random The population is divided into mutually
sample exclusive groups (such as age groups),
and random samples are drawn from
each group
Cluster (area) sample The population is divided into mutually
exclusive groups (such as city blocks),
and the researcher draws a sample of
the groups to interview

Continued on next slide . . .
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Table 5-3: Probability and Nonprobability Samples
(Continued)
B. Nonprobability
Sample
Convenience sample The researcher selects the most
accessible population members

Judgment sample The researcher selects population
members who are good prospects for
accurate information

Quota sample The researcher finds and interviews a
prescribed number of people in each of
several categories

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Contact Methods
Mail questionnaire
Personal interviewing
Arranged interviews
Intercept interviews
Online methods
Click-stream
Cookies
Automated
telephone surveys

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Step 3: Collect the
Information
Step 4: Analyze the
Information
Step 5: Present the
Findings
Step 6: Make the
Decision
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Table 5-4: The Seven Characteristics of Good
Marketing Research
1. Scientific Effective marketing research uses the principles
method of the scientific method: careful observation,
formulation of hypotheses, prediction, and testing.

2. Research At its best, marketing research develops
creativity innovative ways to solve a problem: a clothing
company catering to teenagers gave several
young men video cameras, then used the videos
for focus groups held in restaurants and other
places teens frequent.
3. Multiple Marketing researchers shy away from overreliance
methods on any one method. They also recognize the value
of using two or three methods to increase
confidence in the results.

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Overcoming Barriers to the Use of
Marketing Research
A narrow conception of the research
Uneven caliber of researchers
Poor framing of the problem
Late and occasionally erroneous findings
Personality and presentational differences

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Marketing Decision Support
System
Marketing Decision Support
System (MDSS)
Marketing and sales
software programs
BRANDAID
CALLPLAN
DETAILER
GEOLINE
MEDIAC
PROMOTER
ADCAD
CONVERSTORY
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Table 5-5: Quantitative Tools Used in Marketing Decision
Support Systems
Statistical Tools
1. Multiple A statistical technique for estimating a “best fitting”
regression: equation showing how the value of a dependent variable
varies with changing values in a number of independent
variables. Example: A company can estimate how unit
Example:
sales are influenced by changes in the level of company
advertising expenditures, sales force size, and price.
2. Discriminant A statistical technique for classifying an object or
analysis: persons into two or more categories. Example: A large
Example:
retail chain store can determine the variables that
discriminate between successful and unsuccessful store
locations.
3. Factor A statistical technique used to determine the few
analysis: underlying dimensions of a larger set of intercorrelated
variables. Example: A broadcast network can reduce a
Example:
large set of TV programs down to a small set of basic
program types.

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Forecasting and
Demand Measurement
The Measures of Market Demand

Figure 5-3: Ninety
Types of Demand
Measurement
(6X5X3)

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Forecasting and
Demand Measurement
Which Market to
Measure?
Market
Potential market
Available market
Target market
(severed market)
Penetrated market
A Vocabulary for Demand Measurement
Market Demand
Market share
Market penetration index
Share penetration index
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Forecasting and
Demand Measurement
Figure 5-4: Market Demand Functions

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Can you name a market segment
with a low penetration index? A
high penetration index? Can you
think of a market where the high
penetration index might be a
misleading indicator?

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Forecasting and Demand
Measurement
Market Forecast
Market Potential
Product penetration
percentage
Company Demand
Company Sales
Forecast
Sales quota
Sales budget
Company Sales Potential

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Measurement
Estimating Current demand
Total Market Potential
Area Market Potential
Market-
Market-Buildup Method

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Table 5-6: Market-Buildup Method Using SIC Codes
(c)
(a) Potential
Annual Number
Sales in (b) of Lathe Sales Market
Millions Number of Per $1 Million Potential
SIC of $ Establishments Customer Sales (a x b x c)
2511
1 6 10 60

5 2 10 100
2521 1 3 5 15
5 1 5 25
30 200

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Measurement

Multiple-Factor Index
Method
Brand development
index (BDI)

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Table 5-7: Calculating the Brand
Development Index (BDI)
(a) (b)
Percent of Percent of
U.S. Brand U.S. Category BDI
Territory Sales Sales (a ÷ b) x 100
Seattle 3.09 2.71 114

Portland 6.74 10.41 65
Boston 3.49 3.85 91
Toledo .97 .81 120

Chicago 1.13 .81 140
Baltimore 3.12 3.00 104

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Measurement
Industry Sales and Market Shares
Estimating Future Demand
Survey of Buyers’ Intentions
Forecasting
Purchase probability scale

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Measurement
Composite of Sales Force Opinions
Expert Opinion
Group discussion method
Pooling of individual estimates
Past-Sales Analysis
Time-series analysis
Exponential smoothing
Statistical demand analysis
Econometric analysis
Market-Test Method

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